Company Styleguide_ChongXinYi

Since 1997

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Mee & Pao

Mee & Pao Sdn. Bhd.

COMPANY STYLE GUIDE

CONTENTS Brand Typography

About Brand Logo Font / Logotype
Typography
Introduction to brand
Core Value Logo
Mission & Vision
Brand Personality Logo Usage
Brand Objective Scaling & Proportion
Unique Selling Point Do’s & Don’ts
Target Audience
Stationery Sets
Logo Rationale
Business Card
Brand Colour Envelope
Letterhead
Colour Palette Mock Up

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Company Style Guide - About Brand

Introduction to Brand

It is a Chinese-style restaurant called Mee & Pao, I chose it for my Final Project. It starts in 1997 year until now,
Mee & Pao is a home-based business, the business hour is Monday to Saturday, every day 5 am to 11.30 am, and 3.30 pm to 9 pm.
They sell breakfast mainly, take-away service provided, they sell noodles and buns and some desserts like red and green bean soup.
All of the product (food) is not Halal. They provided noodles like char kway teow, maggie goreng, rice noodles (bihun), big yellow
noodles. And the rice is curry nasi and nasi lemak. Then, Dim-sum (Chinese dish) is ‘siu mai’, dumplings, BBQ pork bun, tofu skin rolls,
lotus seed bun, sticky rice chicken and so on. Lastly, the beverage they have is milo, kopi, Teh-o, Teh Tarik and the dessert is peanut
soup, green or red bean soup.

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Company Style Guide - About Brand

Core Value

Core values is trusted, freshness, quality, and safety. The owner will wake up early in every morning to cooks the foods to make
sure the quality is the freshness ever.

Mission & Vision

The vision is to become the most popular restaurant in Klang area and the mission is to provide fresh, healthy and delicious food.

Brand Personality

The brand personality of Mee & Pao is neighbourhood, human touch, and sincerity. The staff service there is kindness, friendly and
heart-warming. Also, the environment there shows a home-based style, simple and clean. The architecture is a terrace house, the owner
(started) her business inside her house, and sometimes customers can sit there for a long day and chit-chat with the owner and staff
when there is free time and not much customer. The owner and staff treat the customers like their part of the family.

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Company Style Guide - About Brand

Brand Objective

Firstly, Mee & Pao wants to build up a brand awareness, like they want to let more people know about the restaurant, gain more customers,
and to show up the brand personality.
Secondly, Mee & Pao want to create emotional connection with customers, create trust and promise to the customers through the freshness
and healthy products, for example, provide a safe packaging to customers to make sure the product won’t leak out. They provide friendly
type of services; the restaurant is a place where we can sit down and relax at.

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Company Style Guide - Logo

Logo Rationale

This Logo is inspired by the trendy colour and patterns that occur in the 1970s of Malaysia. Also, this logo is to create a sense of Chinese vintage
or retro which is based on the background of the primary target audience who are 40 to 50 years old, Chinese. Calligraphy kind of typeface is to
attract the Chinese target audience, to give a sense of affinity.

Since 1997

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Mee & Pao

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Company Style Guide - Brand Colour

Colour Palette

The colour scheme of Mee & Pao was inspired by the trend colour in 1970s which suits the feels of the Chinese Retro 1970s Style.

Primary Colour Secondary Colour Carafe
PANTONE:19-41116
Monte Carlo Harvest Gold HEX #543b1c
HEX #81ccbb PANTONE:16-0948 RGB: 84, 59, 28
RGB: 129, 204, 187 HEX #Bd8f2d CMYK: 0, 30, 67, 67
CMYK: 37, 0, 8, 20 RGB: 189, 143, 45
CMYK: 0, 24, 76, 26 Corsair
Green Pea PANTONE:19-4329
HEX #184c36 Burnt Sienna HEX #007599
RGB: 24, 76 ,54 PANTONE:17-1544 RGB: 0, 117, 153
CMYK: 68, 0, 29, 70 HEX #Db6c5b CMYK: 100, 24, 0, 40
RGB: 219, 108, 91
Satin Linen CMYK: 0, 51, 58, 14
HEX #E8e3dd
RGB: 232, 227, 221 Avocado
CMYK: 0, 2, 5, 9 PANTONE:18-0430
HEX #76733c
Alizarin Crimson RGB: 118, 115, 60
HEX #Eb1c24 CMYK: 0, 3, 49, 54
RGB: 235, 28, 36
CMYK: 0, 88, 85, 8

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Company Style Guide - Brand Typography 面.
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Logo Font / Logotype
Mee & Pao
The calligraphic style of typeface embody/shows
the chinese culture (for Chinese target audience)
Enhance the feeling of affinity with the customers

Font Name: 汉仪新蒂佛塔书
Hanyixindi fotashu

Font Name: Helvetica condensed

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Company Style Guide - Brand Typography

Typography

It's simple enough to fit in within a more traditional design.
Helvetica is particularly well-suited to signage and other designs where legibility is key.
Another of Helvetica's main advantages is that it's a very “safe” font.

Font Name: Helvetica condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

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Company Style Guide - Logo

Logo Usage Clear Space

When the logo is in used, it should be sufficiently isolated from illustrations or others graphic works that might distract the
logo. The minimum clear space of the logo is the width of ‘x’, which is 1/2 of the height of the logo.

XX X indicator

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XX

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Company Style Guide - Logo

Logo Usage

When the logo is in used, it should be sufficiently isolated from illustrations or others graphic works that might distract the
logo. The audience should first attract by the logo first, then only look at the photography or any graphics or images, the logo
should place at the top corner or top center part of a illustrations or artworks.

Since 1997 Since 1997

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Mee & Pao Mee & Pao

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Company Style Guide - Logo

Scaling & Proportion

Scale 100% Scale 80% Scale 60% Scale 50%

Since 1997 Since 1997 Since 1997

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Mee & Pao

Mee & Pao

Scale 30% Scale <30% Cannot be use on any stationery sets,
because it is not effectiveness to
Since 1997 Since 1997 present a brand.

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Mee & Pao Mee & Pao

Company Style Guide - Logo

Do’s & Don’ts

SincDo not Rotate the logo Do not Skew / Distort the logo Do use the effect of colour contrast
between the logo and background
Paoe 1997 e 1997
Sinc Do use the colour scheme as
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Mee & Mee &

Do not place any others Do not make it transparency
elements on it
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Mee & Pao
Mee & Pao

Company Style Guide - Stationery Sets Mandarin typeface: 汉仪新蒂佛塔书 Hanyixindi fotashu
Alphabet & Number: Helvetica condensed
Business Card
Font Size
Front Owner Mandarin name: 11 pt
Owner English name: 9pt
Font Size Position: 5 pt
Company name: 8 pt
Font Size
Information: 6 pt

Back Logo Size
5.15cm x 5.15cm
5.5 cm

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Company Style Guide - Stationery Sets Mandarin typeface: 汉仪新蒂佛塔书 Hanyixindi fotashu
Alphabet & Number: Helvetica condensed
Envelope
Front
Font Size
Company name: 10 pt
Information: 6 pt

Font Size
Contact: 8 pt

Back

9.5 cm Font Size
Slogan: 12 pt
20 cm
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Company Style Guide - Stationery Sets Mandarin typeface: 汉仪新蒂佛塔书 Hanyixindi fotashu
Alphabet & Number: Helvetica condensed
Letterhead
Front Back
Font Size
Company name: 12 pt
Information: 7 pt

Font Size 29.7 cm
Cotent: 11 pt

Font Size 21 cm
Slogan: 14 pt

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Company Style Guide - Stationery Sets

Mock Up

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